The Moment It All Began: Sarah‑Mae Amde, MBA on Co‑Authoring with Brian Tracy
- Sarah-Mae, MBA | CEO & Editor-in-Chief
- 3 days ago
- 6 min read
By: Sarah-Mae Amde, MBA
Award-Winning CEO | Business Advisor & Executive Coach | Top Selling Author | Change Leader & Keynote Speaker. Turning Strategy into Results, Team Potential into Profit, and Vision into Victory.
Previously Unreleased: The official media release announcing a partnership that reshaped the future of Behavioural and Business Architecture.
Looking back at November 20, 2024, I remember the hum of the room and the weight of the moment. Sitting on that stage in San Diego alongside Medhat Zaki and the legendary Brian Tracy, I realized I wasn’t just celebrating a book release; I was witnessing the dawn of a new era in business strategy.
It was the moment we began to bridge the gap between "million-dollar habits" and the complex, behavioural-driven business architecture required to scale in a digital age. Today, as Paragon stands as the only globally recognized Behavioural and Business Architecture design firm, I reflect on that day as the catalyst for everything we have built.
This moment changed everything.
I am deeply humbled to have had the pleasure of joining the ranks of top global business leaders when I had the opportunity to co-author Cracking the Business Mastery Code alongside the legendary Brian Tracy. More than just a international top selling book, this moment marked the beginning of a powerful shift — It was the start of a movement, the moment where Paragon’s future came into clear focus.
Now, for the first time, I'm releasing the official media release that announced this historic collaboration — the moment that set the tone for everything that followed.
A Foundation of Faith and Integrity
When I took the stage, the first thing I wanted the audience to know was who I am at my core.
"I'm Sarah-Mae. I'm a Lady of Faith. My business is built on HIS principles, HIS values... I believe in HIS law that governs integrity, so I have the honour and the privilege to serve, and that's what we do."
In a world of transactional business, I wanted to anchor Paragon in something unshakeable. Whether we are designing agentic workflows or executive coaching leadership frameworks, it is this foundation of integrity that allows us to deliver real Excellence on Demand.
Redefining Wealth: The Velocity of Value
One of the most profound lessons I shared that day — and one that remains the heartbeat of Paragon — is the definition of wealth. Most people are told to "just sell," but volume without velocity is a trap.
"Wealth is defined not by the value but the value over time. Most will say that they want to sell a million dollars. Fantastic! How long does it take you to do that? If you sell $25,000 a year for 40 years? Yeah, there's a million dollars, but that’s not your idea of feeling rich or successful. But if you do $25,000 a week for 40 weeks? Now, that's a different story."
Helping visionary entrepreneurs get from "here to there" is exactly what we do. We don't just build businesses; we accelerate the time to business value.
Wisdom from the Master: Brian Tracy on Mindset
Sharing the stage with Brian Tracy was a full-circle moment. Like many of you, Million Dollar Habits was a foundational text for me. Even these many years later, Brian’s insights and contribution to Cracking the Business Mastery Code reminds us that mastery is an internal game before it is an external one.
“Everything comes down to how do you think, and how to adjust to see things differently. Success is predictable... If you do what other successful people do, nothing can stop you.” — Brian Tracy
At Paragon, we’ve taken that predictability and turned it into an architectural science.
We ask: What is the Mindset (the way you need to think)? What is the Skillset (the behaviours taking action)? And crucially, what is the Toolset (the architecture) needed to do great things?
In my chapter, I lay out the core pillars of moving from Vision to Victory, providing the roadmap for accelerating profits and building high-performing teams, that can be universally applied to achieve anything you can envision and dream.
Watch The Media Release
Watch the original recording of the media release below to see the sparks of the "Management Revolution" before it became a global standard.
The Real Backstory: Why I Said Yes
When I was invited to co-author this book with Brian, I didn’t jump to say yes. I sat with it. I prayed on it. I asked myself if the opportunity was truly aligned with the values I built my business on. For me, this wasn’t about adding another title or accomplishment — it was about expanding what was possible for people who’ve been building quietly, faithfully, and with purpose.
So I said yes — not to the spotlight, but to the mission.
In that moments after the applause in San Diego, when I sat in reflection of what we shared from the stage: the importance of mindset, skillset, and toolset and why clarity and executional discipline are what truly set leaders apart —
I was immediately reminded: this message wasn’t just mine, or ours.
— It was HIS —
HIS message is calling out to every visionary, mission-driven, forward-thinking, leader, innovator, and dreamer. You were made to build something real, something that matters, something that ONLY YOU can bring to completion, and we're just one of HIS faithful servants here to help you succeed.
So listen to the faint whisper that says:
Don't you dare give up.
Don't ever give in.
Get the advice, support, or coaching you need,
because YOU were MEANT to do great things.
Why This Still Matters
Writing this wasn’t just a milestone.
It was a marker.
This media release publicly announced the very principles Paragon had already been operating on behind the scenes that helped organizations across the globe:
Helping leaders unlock the true drivers of growth, preventing millions in regulatory penalties and a best-in-class security posture
Architecting cultures of ownership and execution that scaled across international buinsess lines, markets and teams
Launching enterprise-wide solutions, building systems around human behaviour, not just process flows that transformed not just businesses — but the people inside them
And through it all, we stayed true to what this moment represented:
Leadership with clarity. Change with conviction. Growth with integrity.
Final Thoughts
I share this today not as a throwback — but as a declaration. This moment is where we planted our flag and said: Execution is not just technical — it’s behavioural.
And with that, a new category was born, the beginning of something extraordinary:
Behavioural and Business Architecture.
If you’re reading this, I want you to know: There’s room for you at the table. Regardless if you’re a founder, an executive, or a purpose-driven leader still shaping your vision — I hope this moment reminds you that your future can change in an instant.
It starts with belief.
It continues with boldness.
It’s powered by execution.
So, Let’s build what's next — together.
Explore Cracking the Business Mastery Code
What happens when a rising strategist known for executional clarity meets one of the most revered minds in global business?
A book is born — But so is a new way of thinking.
A Word from Brian Tracy
"Sarah-Mae is a true leader who understands that business success is not just about the 'what,' but the 'how' and the 'who.' Her strategic insights into behavioural architecture and team performance are essential for any leader looking to scale in the modern era. Her unwavering integrity sets her apart as a Trusted Advisor; she doesn't just teach strategy; she designs the path to victory." — Brian Tracy
Want to Learn More?
Cracking the Business Mastery Code is a collaborative masterpiece featuring insights from Brian Tracy, Sarah-Mae Amde, and other world-class business leaders. It is designed to walk you through the steps to achieve everything you’ve dreamed for your business.
About the Editor
Sarah-Mae Amde, MBA, is a celebrated business strategist and transformational advisor. She's a five-time CEO of the Year and Top-selling author, Speaker and Executive Coach. Sarah-Mae is known for her very distinct and stylistic fingerprint, as she has a her preference for depth over brevity, outcomes over noise, integrity over hype, and clarity over cleverness. As CEO of Paragon, she leads with vision, compassion, and a commitment to excellence, enabling her clients to increase profitability, scale sustainably, lead confidently, and expand their capacity.
“True leadership transcends titles. It’s measured by your impact, your integrity, and your intention."
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